Beliefs and Attitudes 127 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Goals of this section Understand the similarities, differences, and relationship between beliefs and attitudes Be able to explain how attitude influences behavior Be able to explain how customer satisfaction can be managed 128 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Consumer Judgment Non evaluative Judgment - beliefs Evaluative Judgment - attitudes Preference Judgment comparison of alternatives 129 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Consumer Judgment Satisfaction Judgment comparison of alternatives Prediction and Intention Judgment Judgment and Behavior 130 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Non evaluative judgments and beliefs Not Large Very large Not Effective Very Effective Not Hot Very hot Not Safe Very Safe Beliefs Non evaluative judgments at any point on a continuum 131 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Beliefs Beliefs serve as the determinants of a persons attitudes; implication is that in order to understand why a person holds a certain attitude toward an object it is necessary to assess his salient beliefs about that object; 132 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Beliefs Non-evaluative judgments Beliefs are measured on continuous scales because belief dimensions are continuous in the consumers mind. Descriptive Beliefs: based on direct experience Informational Beliefs: based on information we receive from secondary sources (e.g. friends, advertisements, etc.) 133 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Salient Beliefs A person may hold a large number of beliefs about any given object, but s/he can attend to only a relatively small number of beliefs (5- 9) at any given moment; these are salient beliefs; 134 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Important Points About Salient Beliefs self - related different situations, different salient beliefs salient beliefs not just about product attributes 135 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. How Beliefs Are Formed Direct experience, Information processing, Vicarious learning, Inferences 136 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Beliefs Inferential Beliefs: go beyond information given through firsthand or secondhand sources. Inferences may be made on the basis of correlated presented information or prior knowledge of product categories This is why branding works 137 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Three Types of Beliefs Object - Attribute Attribute - Benefit Object - Benefit 138 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.139 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Object - Attribute the knowledge that an object possesses a particular attribute; these beliefs link an attribute to an object e.g., Hyatt is known for its atriums 140 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Object - Attribute the knowledge that an object possesses a particular attribute; these beliefs link an attribute to an object e.g., Hyatt is known for its atriums 141 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Attribute - Benefit the extent to which a particular attribute will result in or provide a particular benefit 142 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.143 AttributeBenefit Quick accelerationCreates thrills by snapping head back Allows driver to pass more safely Creates a feelings of excitement and fun Superior handlingAllows driver to navigate winding roads more quickly Creates a feelings of excitement and fun Good repair frequencySaves money and time Good gas mileageLowers expenses Futuristic stylingMakes owner feel good Turns peoples heads 143 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Object - Benefit Beliefs consumers perception of the extent to which a particular product, person, or service will lead to a particular benefit 144 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Understanding Beliefs Laddering: a. Based on Belief that: Consumers buy products to do something Consumers product knowledge is organized in terms of what products do -- e.g., their consequences Product attributes per se have little relevance, it is the consequences of the attributes; attributes can be concrete or abstract Consequences: both positive and negative Consequences can be functional or psychosocial Consequences involve outcomes-- called values Values can be instrumental or terminal 145 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Laddering- continued Exercise: Assume that you are trying to decide in which hotel loyalty program to be involved. What features to you especially look for? Then Ask: Which two features are most important to you in making your decision? 146 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Laddering- continued For each of two factors, do laddering: Why is _____ important to you? Or, Why is _____ important? Or, what does _____ give you? Continue this process for each factor until consumer cannot go on Draw out the means-end chains 147 Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. A means-End Chain Model of Consumers Product Knowledge Level of AbstractionExamples Self-esteem Others notice me Excellent performance High price Thrifty I feel like a good shopper Durable Good quality workmanship Explanation Preferred and state of being and preferred modes of behavior Psychological (How do I feel?) and social (How do others feel about me?) consequences of product use. Immediate, tangible consequences of product use, What does the product do? What functions does it perform? Physical characteristics of product as well as more subject, less tangible characteristics. Attributes Functional Consequences Psychosocial consequences Values Consumer Behavior Marketing Strategy by J.Paul Peter and Jerry C. Olson P Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Means-end chains Psychosocial consequences Functional Consequences AttributesValuesBrand MACH 3 Turbo razor Three anti- friction blades Lubricating strip with vitamin E Less resistance and close shave Smooth, soft razor glide Feel well groomed Be attractive Be comfortable Relaxed, not stressed Consumer Behavior Marketing Strategy by J.Paul Peter and Jerry C. Olson P Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Example of Means-End Chains Psychosocial consequences Functional Consequences AttributesValues Hair Spray Flavored potato chips Scope mouthwash (Product class level) (Product form level) (Brand level) Pump dispenser Light mist, Hair not tacky Feel more attractive Impress Others Self- esteem Unscented Natural odor I can be the real me Bar B-Q Flavor Tastes good Guests enjoy Themselves more Social recognition High calories Gain Weight Not attractive to Others Sugarless Not fattening Attractive to others Self-esteem (Low) self-esteem Avoids bad breath Feel confident in social situations FluorideStops cavities I perform better Consumer Behavior Marketing Strategy by J.Paul Peter and Jerry C. Olson P